TEXT: Rooh Afza is the hero brand of one of the most prestigious groups- Hamdard Pakistan and considered as one of the oldest indigenous brands of the country. Rooh Afza has classically been the national drink of Pakistan, the most favorite red syrup, and is typically and more popularly consumed by South Asian Muslims, but has now seen popularity among the non-Muslim populace as well. Rooh Afza promotes the positive feeling one has towards the brand, promoting an ethical side. Rooh Afza - the heartbeat of Pakistan, its strong vision and the love it holds for the nation, truly defines its philosophy. Everything Rooh Afza stands for and is positioned as brand, is inspired by the idea of how to promote, create happiness and bring people closer.
The red elixir has become an integral part in lifestyles of Pakistanis, considered as a must at iftar, amid Ramazan. As Rooh Afza is the forerunner elixir that not only possesses a unique taste with captivating aroma, it is also safe for human consumption with added health benefits. The challenge for brand was to empower itself as a family-oriented brand that has been consumed round the year. Therefore, Rooh Afza transformed itself and emotions based positioning was introduced in the highly popular campaign "Zindagi Mubarak." The launch TVC was focused on the strong relations of a father and his daughter depicting the two generations - one brand loyalists and the other one the perceived audience. Rooh Afza was seen as an integral part in every phase of life. The phrase "The King Rules" was now easily relatable to the image of the brand as it enhanced its significance in the lives of the consumers.
Crossing borders and seas, Rooh Afza has not only made its presence on the shelves across the world but has been talk of the town by being the first brand to reach Times Square, New York on Pakistan Resolution Day in 2018. The journey of going global didn't stop at New York as it showcased the brand along with Pakistan's flag on screens at Eaton Center, Canada and London underground stations on Independence Day, the same year.
Being a revitalizing and energizing drink that connects the hearts of millions in Pakistan and 35 other countries, Rooh Afza uplifts your soul and calms your mind with its all natural ingredients that keep you energetic, yet at peace. The drink of East staying true to its essence spread the message of peace and love during the holy month of Ramazan to families living in New Zealand by painting the towns red and lighting up Christchurch and Auckland with affectionate and warm wishes. In the summers of 2019, Rooh Afza also took the major step and became the part of the national movement and carried out its campaign "Plant for Pakistan" and played the role in planting trees across different areas and cities all across the country.
For a brand possessing a legacy of a 112 years, to establish a new extension was a daunting task - but it came to life in April 2019, in the form of Rooh Afza GO - a version of the traditional concentrated syrup, already diluted and made ready-to-drink - plus being carbonated to have fizz to match that of youth!
Rooh Afza GO is perfect for everyone who seeks instant refreshment, while being on the go. Since its launch, it has not only garnered a lot of appreciation for its taste, but has also helped in promoting the equity and sales of the parent brand. After its successful launch, Rooh Afza GO has managed to create its own prominent space in the beverage category. Rooh Afza GO, since its launch, has created a buzz in the industry. It has tapped into spaces that no new brand has ventured into i.e. partnering with one of the largest and most prestigious advertising congresses in Asia - Ad Asia and, besides this, it has also partnered with the different style of movies, thus supporting this newly emerging film industry of Pakistan.
This year, yet again, Rooh Afza has challenged its roots and brought the century old tradition of mixing the red syrup with milk in form of a ready to drink Doodh Rooh Afza. In May 2020, Rooh Afza launched its first ever 225 ml Tetra pack by the name of Doodh Rooh Afza. Since its inception, it is available in all over Pakistan, where the audiences have shown quite a welcome and an affection towards it. And why not, after all, it is the taste that floods in nostalgia for us and ease and convenience for our kids who are always in search of an explosion of flavors, especially for those that better the taste of milk.
With Rooh Afza Go launched last year and now Doodh Rooh Afza in the market, we can only wait to witness an impeccable turning point for Rooh Afza with its all new products and many more we can hope to see in future.
Copyright Business Recorder, 2020
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